President Barack Obama will win the Election, Here’s why:

Chris Dessi
Chris Dessi CEO, Author, Television Commentator , Silverback Social

Posted on October 31st 2012

President Barack Obama will win the Election, Here’s why:

Lately my direct messages have been reserved for messages from my Twitter followers who have incorrectly clicked on a link proclaiming things like “LMAO can’t believe ur in this facebook vid”…I know enough to never click on these links.  These type of spammy messages are part of the social media territory, it’ also part of the reason why I don’t regularly check my direct messages.  But yesterday I got a message that struck me.  I received a direct message on Twitter from our very own President of the United States.  Here it is:

Barak Obama on Twitter
Barak Obama on Twitter

Now, I’m not so delusional to think that my boy Barack is chilling out in the White House flipping through his Twitter followers, spotted one of my killer tweets, and said “man, I need to hit Dessi up with a DM about the election.”  But what I do know is that his direct message sent from his team got my attention.  It was creative, gentle, appropriate, and it will work.   He’s not asking for a vote here. He’s asking me to help “turn out the vote” to support our democratic process.  So by virtue of doing a few things in succession he wins.  Firstly he compliments me "Use your twitter influence", then he asks me to support democracy - who could turn that down? Then finally he wants my support, but it’s done subtly.   He asks for me to follow @Obama2012.   His teams has also followed me, and they know that anyone who understands Twitter will realize that in order to send a direct message that they would have had to follow me first.  Again, subtle, but this causes immediate affinity. That moment of “oh, cool – he’s following me back.”

I don’t like to speak of my political or religious proclivities publicly, and I’d like to keep things that way.  The reason why I’m writing this blog post isn't to support or slander any candidate – it’s to state my opinion based on the subject of social media.  I've written here that social media is dead because everything is social media.  I believe this from the core of my being.  I've even gone so far as stating in my book that social media is more of a spiritual awakening rather than a technological one because of the ubiquity, speed and power of social media as it functions today.  I also believe that part of the reason why Barack Obama is our president today is that his team has been digitally savvy from the beginning.  Even allowing for negative conversations about the President to happen under the digital umbrella of the Presidency.  This “convene, don’t control” mentality is what had (in my mind) endeared so many young voters to President Obama in the first election in 2008.  He had allowed them to voice their opinions in a public forum without shutting them down.  This is what the younger generation has come to expect. Their shopping experiences allow for this, why wouldn't their political leaders?

In this instance - by sending social media followers a direct message about supporting the democratic process his digital team serves up another victory. It’s not pushy, or invasive, and it costs nothing. He’s hitting the voters where we live – online and in social networks.  His people understand that sending me a DM is going to be more powerful for a guy like me rather than sending a direct mail piece.  And for the record – I’m a married 37 yr old father of two, not 27 and certainly not an 18-year-old first time voter.   This thinking – this forward progressive way of viewing outreach, engagement and political process is what I think will help Barak Obama win this election. Regardless of which way I vote, you have to respect his team, and this type of social media marketing endeavor.

Chris Dessi

Chris Dessi

CEO, Author, Television Commentator , Silverback Social

An award winning digital thinker, author, television & radio commentator, public speaker and educator, Chris Dessi is the CEO and Founder of Silverback Social. Silverback is the world's leading social media agency, enables top brands and advertisers, to connect with more than a billion customers through Facebook, Twitter, Pinterest, Google, Youtube, and more.

Throughout his career in London and New York, Chris has worked with a wide array of businesses ranging from start-ups to Fortune 500 companies, as well as notable personalities, products and brands.

Chris’ savvy marketing acumen combined with his passion for psychology, sociology and cultural studies, all reside at the fulcrum of his unique manifesto; he believes that social media is much more of a spiritual awakening rather than a technological one. This revolutionary perspective has propelled his personality into the national media landscape. In addition to being a regular social media expert contributor on Fox Business' Shappard Smith Show, CNBC, Fox Evening News, Good Day New York, WPIX, and Fox Business’ Varney & Co., Chris has appeared on Inside Edition, The Steve Adubato Show, One to One, and has participated in radio segments on WOR’s The John Gambling Show in Manhattan, and WBAL’s Marybeth Marsden show in Baltimore.

Chris applied his fresh and innovative outlook on social media to the pages of his first book, “Your World is Exploding: How Social Media is Changing Everything and How You Need to Change With It,” which shot to #1 on Amazon’s Hot New Releases in its first two weeks of publication.

As an educator, Chris recognizes that the manner in which we, as a culture, aggregate and disseminate information has changed, and he is devoted to sharing his effective techniques for mastering engagement in social media to the world. Chris has lectured on social media to sales executives of Fortune 200 companies and he consistently travels the country coaching college students how to leverage social media to benefit their personal brand message and their career.

In 2012, Chris was selected by the Business Council of Westchester’s 40 Under 40 for exemplifying leadership, foresight and a vision for the future of Westchester County, where he currently resides with his wife and two daughters.

Consistent with the passion he holds for his professional career is the devotion he has to his family. Having never been a runner, Chris trained to run the New York City Marathon last year to raise money for the ALS Association after his father was diagnosed with the disease. When the Marathon was cancelled after Sandy hit, Chris took it upon himself to run his own 26.2 mile marathon route in Westchester to honor his father.

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Lindsey Weedston
Posted on October 31st 2012 at 9:05PM

A lot of people have been speculating about this subject, and there's been some interesting conclusions. I don't think there's any doubt that the Obama campaign has been more active and effective in their use of social media. But if you consider Obama's base, it would make sense to infer that his campaign is deliberately spending more time and energy on social media, as it is still true that social media is dominated by young people (I believe, please correct me if I'm wrong).

If Romney's base is not as active on social media platforms and his campaign doesn't feel that it's worth the resources to try and reach out to young people, then it makes sense that their efforts would seem lackluster. However, I do think that it might be a mistake to ignore social media. It's a platform that's reaching more and more people of all ages every day. I'll be interested to see more studies on the matter after the election.

Chris Dessi
Posted on October 31st 2012 at 9:21PM


Thanks so much for the comment.  The issue is this - the average Facebook user is 40.5 yrs and 37 on Twitter (pingdom).  Social media isn't just for youg people. It's for people.


Lindsey Weedston
Posted on October 31st 2012 at 9:32PM

Totally agree with you there. I would still consider 37 to be in the realm of "young," but I also realize I didn't check the average age of a Romney supporter.

Quick search says the average age of a Republican (not necessarily Romney supporter, of course) is 49.7, while the average age of a Democrat is 47.7. While that's a decently significant gap, I would say that it probably doesn't warrant neglecting social media. Especially since 12 years ago, the average age of a Republican was just 45.5. So you may be right.

Either way, there's no doubt that the Obama campaign has some savvy social media experts.


Edit: Sorry, that source is here.

Posted on November 2nd 2012 at 8:55AM

I am not an Americal citizen. I am Greek. However, I would like to state something very important for me regarding Lindey's comment

There is no doubt that if a politician's audience don't use a lot social media, it is very time and money consuming (concerning the "value for money" or ROI) to pay the most of the attention in social media ages.

But, the main difference for me is that young people (voters, citizens) who use social media are getting older and the way of behaving is based on social media. Voters of 2008, 36 years old now are 40.

All the age of social media is getting older and it extends the range of "social media influence". The philosophy of being a social media user is something that goes deep to human's DNA. It is a change in the way of thinking and acting and it comes to stay.

So, even if the main audience (or "base") of any political party or politician is out of the main "social media age", they are obligated to pay as much attention as possible for social media, even not for these elections but for the forthcoming. I think it depends on the perspective that people see things, short-term or long-term.


Posted on November 1st 2012 at 12:30AM

I think the 2008 elections were largely attributed as the first to fully utilize social media to a large extent.   Much analysis was done - I think for me it legitimized that social media had come of age and as a marketer I needed to pay attention.  Four years since has been like a lifetime - from twitter to Pinterest and beyond - I think you ignore it at your peril.   Forgetting twitter - look at Facebook.  Romney is using it - but it's amature hour in comparison to the rapidity and focused news quality of the Obama crew.  Conventional wisdom said incumbant president should loose - bad economy, etc etc etc - but if he wins - much analysis will be done on why and how and I look foward to that as a marketer and political junkie.  But, there is NO debate - social media is here - it will morph rapidly and evolve - and for me the process is exicting.  Who knows where it will go - that is the fun of it.all as a marketer and frustrated anthropology major.